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Attitude toward advertising through sport: A theoretical framework

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  • Pyun, Do Young
  • James, Jeffrey D.
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    Abstract

    An important goal of advertising is designing effective campaigns that foster favorable attitudes toward a product. Attitude toward a product is influenced by one's attitude toward an advertisement. Previous research examining attitude toward advertising in general and in specific mediums (e.g., TV and online) has found that consumers' attitudes toward advertising have become increasingly negative. The researchers propose that sport is one advertising platform that may be utilized to foster positive attitudes toward advertising. A conceptual framework of attitude toward advertising through sport derived from the phenomenon of attitude toward advertising in general and in specific mediums is introduced. The proposed model includes antecedents (beliefs), a consequence (attitude toward the ad), and attitude toward sport as a moderator of the relationship between beliefs about and attitude toward advertising through sport.

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    File URL: http://www.sciencedirect.com/science/article/pii/S1441352309001144
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    Bibliographic Info

    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 14 (2011)
    Issue (Month): 1 (February)
    Pages: 33-41

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    Handle: RePEc:eee:spomar:v:14:y:2011:i:1:p:33-41

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    Related research

    Keywords: Attitude toward advertising through sport Beliefs about advertising through sport Attitude toward the AD Attitude toward sport;

    References

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    1. Richins, Marsha L, 1991. " Social Comparison and the Idealized Images of Advertising," Journal of Consumer Research, University of Chicago Press, vol. 18(1), pages 71-83, June.
    2. Ford, Gary T & Smith, Darlene B & Swasy, John L, 1990. " Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of Information," Journal of Consumer Research, University of Chicago Press, vol. 16(4), pages 433-41, March.
    3. Yelkur, Rama & Tomkovick, Chuck & Traczyk, Patty, 2004. "Super Bowl Advertising Effectiveness: Hollywood Finds the Games Golden," Journal of Advertising Research, Cambridge University Press, vol. 44(01), pages 143-159, March.
    4. Brown, Steven P & Stayman, Douglas M, 1992. " Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, University of Chicago Press, vol. 19(1), pages 34-51, June.
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